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Published VersionCC BY V4.0, Open Access
Abstract
“We’ve been lucky in Queensland”: COVID-19 formative research findings
Conference Proceedings of the International Social Marketing Conference, pp.143-146
International Social Marketing Conference, 2022 (Virtual, 08-Feb-2022–09-Feb-2022)
2022
Appears in COVID-19 Research
Abstract
This paper presents the findings of formative research conducted in the first quarter of 2021 in Queensland. In order to understand the mental models that underpinned Queenslander’s COVID-19 vaccine intentions, a segmentation approach was employed that focused on the generation of personas to capture key differentiating features to help inform and tailor communication strategies. The research question framing this study was: how does COVID-19 vaccine uptake intentions differ across Queensland’s residents?
Details
- Title
- “We’ve been lucky in Queensland”: COVID-19 formative research findings
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast, Queensland, Indigenous and Transcultural Research Centre - LegacyKylie Brosnan (Author)Carmela Lagasca (Author) - The University of QueenslandRoss Gordon (Author) - Queensland University of TechnologyTom Aechtner (Author) - The University of Queensland
- Publication details
- Conference Proceedings of the International Social Marketing Conference, pp.143-146
- Conference details
- International Social Marketing Conference, 2022 (Virtual, 08-Feb-2022–09-Feb-2022)
- Publisher
- Australian Association of Social Marketing
- Date published
- 2022
- Copyright note
- This conference proceeding is licensed under a Creative Commons Attribution 4.0 International licence. You are free to copy, communicate and adapt this work, so long as you attribute Australian Association of Social Marketing and the authors.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99608808302621
- Output Type
- Abstract
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